Marketing Strategies: The REAL GENIUS of Steve Jobs

Summary

Steve Jobs unveils Apple's new brand marketing campaign after years of neglecting marketing. He argues marketing is about clearly communicating a company's core values, not product speeds and specifications. He points to iconic campaigns like Nike's 'Just Do It' and the famous '1984' ad as inspirations. The new Apple campaign honors 'The Crazy Ones' - the nonconformists and troublemakers who push humanity forward by thinking differently. The ad suggests that while Apple makes great technology, their core belief is that passionate people can change the world for the better.

Takeaways

• 😀 Apple's brand has suffered from neglect recently and needs revitalization
• 👨‍💻 Marketing is about clearly conveying what a company stands for, not product specs
• 📈 Great marketingexamples are Got Milk? and Nike's focus on athletes over products
• 🍎 Apple spent a fortune on ads but failed to effectively communicate what they stand for
• 🤝 Apple's new agency will refocus efforts on Apple's core value of passionate people changing the world
• 🌟 The 1984 Macintosh ad is considered one of the best ads ever made
• ⏳ While Apple has changed over the past decade, their core values remain the same
• 💡 The new campaign, Think Different, will honor people who changed the world, someusing Macs
• 🎶 The campaign aims to touch the soul of Apple and what they have always stood for
• 😎 The people who think differently are the ones who push the human race forward

Q & A

What does the speaker say is the main thing that marketing should focus on?

The speaker says marketing should focus on a company's values and what they want customers to know about them, not technical details about products.

What examples does the speaker give of great brands?

The speaker cites Apple, Nike, Disney, Coca-Cola, and Sony as examples of some of the world's greatest brands.

How does the speaker say Apple's brand has suffered recently?

The speaker says Apple's brand has suffered from neglect in areas like marketing investment and brand caring in recent years.

What dairy industry marketing example does the speaker give?

The speaker discusses the famous "Got Milk?" campaign, which dramatically increased milk sales by focusing on the absence of milk rather than technical details about milk.

How does the speaker describe Nike's marketing approach?

The speaker says Nike honors great athletes and athletics in their ads instead of talking about product details, focusing on the emotions and values Nike is associated with.

What recent change did Apple make regarding their advertising agency?

The speaker says when he arrived at Apple, they had just fired their previous agency and were running a competition to select a new one, which he cancelled in favor of rehiring Chiat/Day agency.

What Apple ad is considered one of the great ads of all time?

The speaker says Apple's iconic 1984 Macintosh commercial, which introduced the Macintosh computer, is considered one of the greatest ads ever made.

What core value does the speaker say is at the heart of Apple?

The speaker says the core value at Apple's heart is the belief that people with passion can change the world for the better.

Who is the target audience for the Think Different ad campaign?

The speaker says the Think Different campaign honors the crazy ones, the misfits and rebels who change the world by thinking differently.

What is the speaker's emotional reaction to the Think Different ad?

The speaker says he is very moved by the Think Different ad because it touches the soul of Apple and honors the company's core values.

Outlines

00:00

😊 Apple's branding and marketing strategy

The first paragraph discusses Apple's branding and marketing strategy. It talks about how Apple is one of the top global brands, but its brand has suffered from neglect recently. The speaker says Apple needs to clearly communicate its core values and what it stands for in its marketing. Rather than focusing on product specs, Apple should connect with customers emotionally by honoring great athletes and innovations, like Nike does.

05:01

👍 Unveiling Apple's iconic brand campaign: Think Different

The second paragraph reveals that Apple is launching a new brand campaign called "Think Different" after hiring an ad agency. The speaker gets emotional talking about the campaign, which honors innovators and "crazy ones" who have changed the world. It embodies Apple's core value that passionate people can change the world for the better. The speaker hopes it resonates deeply and says it honors not only living innovators but also late ones, who would have used Macs.

Keywords

💡values

The video emphasizes Apple's core values like passion, thinking differently, and changing the world as central to understanding the company and brand. Values define the soul and guiding principles of a company.

💡brand

Apple's brand and identity, though strong, needs continuous investment and care. Brand represents public perception and loyalty, key to business success.

💡marketing

Marketing is communicating what a company stands for, beyond just advertising products and features. It reveals deeper purpose and values.

💡change the world

The video highlights people with passion who 'push the human race forward' and 'change the world.' This drive to positively impact humanity is an Apple core value.

💡think different

'Think Different' was an iconic Apple ad campaign emphasizing nonconformity and creativity. It epitomizes the company's embracing of innovation and rebels.

💡passion

People with passion, according to the video, 'change the world for the better.' Passion fuels vision and determination to positively impact humanity.

💡the crazy ones

The video celebrates 'the crazy ones' - the rebels and misfits who are brave enough to think they can 'change the world'. They define the Apple ethos.

💡genius

In the video, those who challenge the status quo and think differently may appear crazy but instead have genius that changes the world for the better.

💡inspiration

The video inspires by showcasing Apple heroes: the thinkers, innovators, and change agents who dared to 'think different' and transformed the world.

💡human race

Part of Apple's higher purpose involves pushing the 'human race forward' - progressing civilization through technology crafted with creativity and passion.

Highlights

Marketing is about values in a complicated, noisy world

Even great brands like Apple need investment and caring to retain relevance

Don't market by specs, but by feeling and absence, like Got Milk

Nike honors athletes and athletics in ads, not products

Apple has neglected its brand marketing in recent years

Hired ad agency TBWA/Chiat/Day for new Apple campaign

New ad campaign gets back to Apple's core value - people with passion can change the world

Believe people who think differently and are crazy enough can change the world

Apple's first brand marketing campaign in years honors The Crazy Ones who changed the world

Campaign theme is Think Different, honoring innovative people

Apple still believes what it believed at its core when starting

New ads emotionally resonate and touch the soul of Apple

Here's to The Crazy Ones ad beautifully captures innovators and change makers

Ad honors genius who push the human race forward by thinking differently

The people crazy enough to think they can change the world are the ones who do

Transcripts

to

me marketing is about

values this is a very complicated world

it's a very noisy

world and we're not going to get a

chance to get people to remember much

about

us no company

is and so we have to be really clear on

what we want them to know about

us now Apple

fortunately is one of the half a dozen

Best Brands in the whole world right up

there with Nike Disney Koke Sony it is

one of the greats of the greats not just

in this country but all around the globe

and but but but even a great brand needs

investment and caring if it's going to

retain its relevance and vitality and

the Apple brand has clearly suffered

from neglect in this area in the last

few years and we need to bring it

back the way to do

that is not to talk about speeds and

feeds it's not to talk about nips and

megahertz it's not to talk about why

we're better than

Windows the dairy industry tried for 20

years to convince you that milk was good

for you it's a lie but they tried anyway

and the sales were going like this and

then they tried got milk and the sales

are going like this got milk doesn't

even talk about the product matter fact

that focuses on the absence of the

product

but but but the best example of all and

and one of the greatest jobs of of

marketing in the the universe has ever

seen is Nike remember Nike sells a

commodity they sell shoes and yet when

you think of Nike you feel something

different than a shoe company and their

ads is you know they don't ever talk

about the products they don't ever tell

you about their air souls and why

they're better than Rebox air Souls what

not Nike do in their

advertising they they honor great

athletes and they honor great Athletics

that's who they are that's what they are

about Apple spends a fortune on

Advertising you'd never know

it you'd never know it

so when I got here we Apple just fired

their agency we were doing a competition

with 23 agencies that you know four

years from now would one and we blew

that up

and

we we hired shy the Ad Agency that I was

fortunate enough to work with years ago

we created some award-winning work

including the the commercial V of the

best ad ever made

1984 by advertising professionals and um

we started working about eight weeks ago

and what we the question we asked was

our customers want to know who is Apple

and what is it that we stand for where

do we we fit in this

world

and what we're

about isn't making boxes for people to

get their jobs done although we do that

well we do that better than almost

anybody in some

cases but Apple's about something more

than that Apple at the core its core

value is that we believe that people

with passion can change the world for

the better that's what we believe and

we've had the opportunity to work with

people like that we've had an

opportunity to work with people like you

with software developers with customers

who have done it in some big and some

small ways and we believe that in this

world people can change it for the

better and that those people that are

crazy enough to think they can change

the world are the ones that actually

do and so what we're going to do in our

first brand marketing

campaign in several years is to is to

get back to that core value a lot of

things have changed the Market's a

totally different place than it was a

decade ago and Apple's totally different

and Apple's place in it is totally

different and believe me the products

and the distribution strategy and the

manufacturing are totally different and

we understand

that values and core

values those things shouldn't change the

things that Apple believed in at its

core are the same things that Apple

really stands for today and

so we wanted to find a way to

communicate this

and what we have is

something

that I am um I'm very moved

by it

honors those people who have changed the

world some of them are living some of

them are

not but the ones that

aren't as you'll see you know but if

they ever used a computer it would have

been a

[Music]

mac

and the theme of The Campaign is is

think

different is the people honoring the

people who think differ and who move

this world

forward and it's it is what we are about

it touches the soul of this company so

I'm going to go ahead and roll it uh and

I hope that you feel the same way about

it I

do Here's To The Crazy Ones

The Misfits the

Rebels the

troublemakers the round pegs in the

square

holes ones who see things

differently they're not fond of rules

and they have no respect for the status

quo you can quote them disagree with

them glorify or vilify them not the only

thing you can't do is ignore them

because they change things

they push the human race

forward and while some may see them as

The Crazy

Ones we see

[Music]

genius because the people who are crazy

enough to think they can change the

world are the ones who

[Music]

do

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